Wednesday, March 21, 2007

In what ways are European manufacturers superior to U.S. manufacturers?

My company (no names, no specifics) is working with a new European manufacturer (no names, no specifics). This new vendor is an absolute dream to work with. I have found this of other European manufacturers as well, and I also find it when shopping for a car. European exporters bring:

  1. Better promotional literature. Brochures are luxuriously presented, expertly designed, and the photographs are of real people. Of course by "real people" I mean not too real, not as if a focus group was involved in deciding what real really is. Catalogs have fewer typographical errors, and in the rare occasion that there is one, the entire office seems to know which piece incorrectly says what, and they are armed with a response. Which leads me to:
  2. Better employees, including those the company has drafted on this side of the pond. It is my understanding that European firms pay better than their U.S. counterparts, and have much better benefits packages: health, dental and vision insurance, life insurance, vacation time, company car -- the list goes on. It isn't a surprise: their personnel are top-notch, and this doesn't come cheap.
  3. Better message discipline. I don't ever want to hear about Fox News and the GOP again. Disclaimers are clear and loud. Delivery times are etched in granite: you, the customer, find yourself repeating them in your sleep. Company hierarchy is plainly evident and strictly enforced. And don't even get me started on applying for credit or dealership arrangements.
  4. Better products, more carefully researched. With this we may be getting into the realm of corporate subsidies and tax write-offs, but no bother. If our customers ultimately choose to buy from American investors or from European governments, our company is indifferent, as long as we are getting paid.
All of this points in one direction: up-front capital. With all apologies to my libertarian brothers and conservative kissing cousins, but if the rise of Muslim intolerance and the collapse of the welfare state are stifling European investment, you wouldn't know it by shopping there.

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